Using your LinkedIn profile as a marketing tool

As someone who works in a professional business environment, be that sales, marketing, manufacturing retail or other, your LinkedIn profile is the online embodiment of who you are, what you do and how you add value to your employer or other companies you supply.

Of course people use LinkedIn differently – 90% of recruiters actively use LinkedIn, searching for those they feel could be the right candidate for their position. If the next step in your career is locked, a strong LinkedIn profile could be the key to unlocking it, equally, if you just haven’t seen the light in terms of how LinkedIn can help your company, here are a tips to help you create the perfect LinkedIn profile.

Good LinkedIn profiles have relevant, compelling headlines.

Your professional headline is the first thing people will see when they visit your profile. If your headline is boring or lacklustre, that’s the way you’ll be perceived. You’ve got 120 characters to initially sell yourself, so you’d best use them effectively, and if you’re looking for a new job, it should be written with your next employer in mind. Use the following as a checklist:

Role – your job title or similar

Level – your level of seniority within the company

Environment – the type of work in which you specialise

Sector – the industry sector you currently work in

Good LinkedIn profiles have outstanding summaries.

Your LinkedIn summary really could be a critical tool for progressing your career and marketing your skills. First impressions are important, but they aren’t what they used to be – digital access has superseded it. Whether you’re trying to win a new client, looking for a job or searching for a new employee, the person you meet will probably have researched you online before you’ve even shook hands. 

LinkedIn is, more often than not, the starting point for that research. Out of all the components of your profile, your summary is the most important, though many leave it blank or merely list their experience because they don’t know what to write. No one wants to see your CV on LinkedIn, they’ll ask you for that at a later stage.

Talk about your successes and where you’ve added value to a business or for clients. Don’t be modest, be sure to tell people how good you are at what you do. Expand on the important aspects of your headline. Highlight specifically how you benefit the current company you’re working for. You can also manipulate your summary to attract attention to another part of your profile – for example, you may want to draw more attention to your volunteering achievements. In this case, you may include extensive material on volunteering in the Projects section. Most importantly, make it interesting, informative and easy to read.

Good LinkedIn profiles have interesting career histories.

Craft a storyboard of your working life using engaging career history. A recruiter or potential client will look at this section to get an idea of how you arrived where you are today and the journey that preceded, so keep it stimulating and professional to reflect your persona…remember, people buy into people first and foremost, even if you represent a large company.

If you are looking to remain in the same industry that you have been in for the last few years, speak about your previous employment history with enthusiasm – a recruiter will want to know that you will enjoy the position they are proposing and a potential client will want to see you have passion for their industry.

If you remember these things when you next update your LinkedIn profile, you won’t go far wrong.

We hope you’ve found what you were looking for, but if you’ve got a question – please ask! Just email hello@360comms.co.uk

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